SHIPPERS’ SWITCHING BEHAVIOR TOWARD GREEN VEHICLES IN LAST-MILE DELIVERY: EVIDENCE FROM A DEVELOPING COUNTRY

PurposeThe paper examines the role of green knowledge and green attitude in purchasing behavior of the youth in Ghana. This study focuses on investigating how green value and green trust mediates the relationship between green knowledge and green attitude and purchase behavior of the youth in Ghana.Design/methodology/approachA quantitative approach was used. A total of 417 respondents were selected using convenient sampling method. Respondents were selected at leading shopping malls (grocery stores) in Accra the national capital of Ghana. Data was analyzed using the partial least square (PLS). Structural equation modeling (SEM) was used to investigate the relationship among the variables.FindingsThe findings indicate that there is a positive and significant relationship between green knowledge and purchasing behavior and also that there is a positive and significant relationship between green attitude and purchasing behavior. The findings revealed further that green trust do not mediate the relationship between green knowledge and purchasing behavior but green value does. The findings suggest that green value is more important in purchasing decision of the youth in Ghana than trust.Research limitations/implicationsResearch is essentially cross-sectional and longitudinal studies and can validate findings in the long term. The researchers admit that this research work which is carried out only in Ghana cannot be used to generalize an assumption for the entire youth in Africa and beyond. The sample size could be improved and the study could be conducted in other African countries for the purposes of comparison.Practical implicationsBusiness managers who are interested in sustainability of their firms and society at large can be guided by this insight that green knowledge and attitude influence purchase decisions of the youth. The findings that green trust do not mediate the relationship between green knowledge and purchasing behavior but green value does will guide managers on marketing and communication strategies especially toward the youth.Originality/valueThe model argues that the youth purchasing behavior is influenced by green knowledge and attitude. The model suggests that that green value is more important in purchasing decision of the youth in Ghana than trust. The model further points out that green trust do not mediate the relationship between green knowledge and purchasing behavior.

This research aims to study the impact of cosmopolitanism, global self-identity, and online communities on green knowledge as well as the effect of green knowledge on green trust. A total of 200 consumers of green cosmetics participated in the online survey. Data were analyzed using the structural equation modeling technique. The obtained results found that cosmopolitanism and online communities influence green knowledge significantly, while global self-identity has no significant influence in this study. The findings offer directions to green cosmetics marketers in understanding the factors that form green knowledge of green cosmetics. Also, this study suggests that firms can design marketing communications by linking these factors with green knowledge and trust in green cosmetics. However, the research has several drawbacks. Future studies should add the numbers of respondents and green brands to be studied to increase their generalizability. This research contributes to the existing literature on green marketing by incorporating globalization and digital issues that influence green knowledge and later, green trust.

This research aims to study the impact of cosmopolitanism, global self-identity and online communities on green knowledge as well as the effect of green knowledge on green trust. A total of 200 consumers of green cosmetics participated in the online survey. Data were analyzed using structural equation modelling technique. The obtained results found that cosmopolitanism and online communities influence green knowledge significantly, while global self-identity has no significant influence in this study. The findings offer directions to green cosmetics marketers in understanding the factors that form green knowledge of green cosmetics. Also, this study suggests that firms can design marketing communications by linking these factors with green knowledge and trust towards green cosmetics. However, the research has several drawbacks. Future studies should add the numbers of respondents and green brands to be studied to increase its generalizability. This research contributes to existing literature in green marketing by incorporating globalization and digital issues that influence green knowledge and later, green trust.

This research examines the impact of green marketing and its factors on purchase intention through green brand trust and image. It examines the correlation between six concepts: green knowledge, environmental attitude and knowledge, green image, green trust, and purchase intention. An empirical survey was used to test the hypotheses. Data were collected from a total of 300 respondents from Pakistan, and structural equation modeling (SPSS-AMOS) is proposed to assess the relationships of the research model. The findings show a significant positive association between practical green marketing approaches (green knowledge, attitude, environmental knowledge, and purchase intention for green products); additionally, green products with high ecological qualities create a positive intention towards consumer choice. Furthermore, green marketing approaches (green knowledge, attitude, and environmental knowledge) directly and significantly influence green image and trust. This study suggests that green approaches can be used as a brand marketing strategy to enhance customer purchase intention. The study also found that green marketing can help brands achieve and maintain brand equity. This research explores the relationship between the multidimensional green marketing approaches (green knowledge, attitude, and environmental knowledge) to enhance the purchase intention of green products; the creation of an overpowering market brand was one of its primary objectives. This study offers managerial implications for the development of green firms.

With a focus on the roles of green knowledge, green attitude, and green trust—the latter of which acts as a mediating element within the context of sustainable marketing—this study investigates the factors affecting decisions to buy BPA-free baby plastic products. Despite being necessary for modern living, plastic presents serious health and environmental hazards, especially because of dangerous compounds like bisphenol A (BPA). 185 women in the Jabodetabek region who bought BPA-free baby plastic products participated in the study's survey. A Likert scale and Structural Equation Modelling-Partial Least Square (SEM-PLS) were employed to examine the data. The findings indicate that while green knowledge does not directly affect purchase decisions, green attitude and green trust do have an advantageous and significant impact. Furthermore, the association between green knowledge and purchasing decisions is totally mediated by green trust, while the relationship between green attitude and purchasing decisions is somewhat mediated by green trust. These findings highlight the need of building customer trust through educational programs that highlight the advantages and characteristics of eco-friendly products, offering insightful information for long-term marketing plans.

Background. China’s demographic transition into an aging society has reshaped the country’s consumer landscape, positioning older adults as a strategically vital market segment. This demographic shift is particularly consequential in the liquor industry, where traditional Chinese liquors hold deep cultural, ceremonial, and social significance. Aims. (1) to explore the influence of functional value, social value, emotional value, Epistemic value, and conditional value on consumer satisfaction; (2) to analyze the influence of functional value, social value, emotional value, epistemic value, and conditional value on consumers' intention to buy Fenjiu. (3) to verify the mediating role of consumer satisfaction. Methods. This study used a quantitative research method, surveyed 412 Chinese elderly people who had experience in purchasing Fenjiu, and then analyzed the data using a structural equation model. Result. Functional, social, emotional, and epistemic values all exert significant positive effects on consumer satisfaction, while conditional value fails to reach statistical significance. Social, epistemic, functional, and conditional values significantly predict purchase intention, while emotional value is not significant. Satisfaction significantly and positively predicts purchase intention and serves as a stable mediator in the paths of functional, social, emotional, and epistemic values, while the path from conditional value does not reach significance.. Conclusion. The findings highlight the importance of emotional and epistemic engagement in aging consumers’ liquor consumption and offer strategic insights for culturally rooted brand marketing

Within the technological acceptance model framework, the study investigates the connection between the theory of consumption values and customers’ perceptions of mobile food delivery apps. In this context, the relationships among functional, social, emotional, epistemic, and conditional values that comprise consumption values, as well as perceived ease of use, usefulness, and intention to use, which comprise the technology acceptance model, were investigated. The interactions between the consumption value and technological acceptance model dimensions were also examined. The study used convenience sampling, an online survey, and structural equation modelling to analyse data from 613 Turkish consumers. According to the analysis, a positive and significant relationship exists between consumption values (functional, social, emotional, epistemic, and conditional values) and perceived ease of use and perceived usefulness. Additionally, it was shown that there were positive and significant relationships between perceived ease of use, perceived usefulness, and intention to use. Besides, functional value positively influences the perceived ease of use and perceived usefulness of food delivery apps. It is seen that epistemic value also positively affects the perceived ease of use; however, emotional value negatively impacts the perceived usefulness of food delivery apps. Finally, this study also examined the mediating effect of perceived usefulness and perceived ease of use. The mediation analysis shows that perceived usefulness and perceived ease of use have a mediating effect on theory of consumption values and intention to use. These findings support the link between the theory of consumption values and the technological acceptance model.

Consumers, in their daily lives, tend to select and repurchase agricultural products through experience or trust. With the improvement of consumers’ quality of life, green agricultural products are now favored, and consumers have begun to pay more attention to the perceived value of green agricultural products. Based on the ABC model of attitude, this study analyzed the mechanism of consumer perceptions (safety value, functional value, and green value) of green food rice and green food apple on their behavioral intentions (repurchase intention of green agricultural products) through structural equation modeling. Based on signaling theory and cue utilization theory, the mechanism of the role of green trust in mitigating information asymmetry in the green agricultural products market was analyzed through mediating effects. To verify the applicability of the findings to specific sample groups and the impact of different sample differences on the findings, multiple-group analyses were conducted for apples and rice and high and low education. Data were collected using a questionnaire method through a cell phone random push questionnaire service on the Credamo platform, and the respondents were consumers of green food rice and green food apples distributed in all provinces of the country. The results showed that the perceived value significantly and positively influences the repurchase intention of green agricultural products. In terms of the degree of influence, the functional value is greater than the safety value, while the green value has no influence. Green trust mediates the relationship between perceived value and repurchase intention of green agricultural products, with a fully mediating role in the path from green value to repurchase intention. There is a significant difference between green value and repetitive purchase intention by the type of green products (necessities and non-essentials). In addition, education levels (low and high education) also show differences in the effects of green value on repurchase intention, the functional value on green trust, and green value on green trust. This study not only enriches the research related to perceived value theory and repurchase intention but also enriches the research related to green trust to provide some references for enhancing the external effects of trust theory.

At the moment the world market continues to change, sustainability pillars such as environment, economy and social justice have become part of marketing decision-making. Developing a marketing strategy in the midst of current environmental and economic issues has led to a focus on the importance of green marketing. Using the theory of consumption values and value-attitude-behavior model, this research proposes to explore the green consumer behavior for green products in Indonesia. Attitude toward green product and consumer values such as functional value (price and quality), social value, conditional value, epistemic value, emotional value, and environmental value were used to study the green consumer behavior for green products. This study developed a research model and empirically tested by collecting data from questionnaires that were distributed in Indonesia. Based on a sample of 200 respondents, the results indicate that only social value has a positive impact on green consumer behavior, functional value (price), functional value (quality), environmental value, conditional value, epistemic value, and emotional value do not influence green consumer behavior. As a mediator, attitude toward green product has a significant effect on epistemic value, environmental value, and emotional value. This confirms and significantly adds to the literature of green consumer behavior in a developing market

As human population continues to rise there is a growing demand for resources to feed the planet. One solution is to introduce edible insects into human diets. Entomophagy – the practice of using insects for human consumption – is a sustainable practice that is currently being engaged by various cultural groups around the globe. Despite its many advantages, entomophagy is barely accepted in Western cultures. Ingesting insects is unappetizing to the majority of western consumers who show a strong implicit negative association and attitude towards all insects. This study uses the knowledge-attitude-behavior model as a framework to understand how – based on their subjective knowledge about entomophagy – consumers develop value perceptions of entomophagy (attitudes) and, eventually, intentions to consume (behaviors). In order to evaluate the complexity of value perceptions towards entomophagy, we used Sheth et al’s theory of consumption values and market choices. Results suggest that subjective knowledge positively affects four value perceptions (functional, social, emotional and epistemic value) explaining high percentages of their variance. Support was also found for the positive effect of emotional value and epistemic value on intentions to use and for functional and epistemic value on positive word-of-mouth.

Drawing on the Stimuli-Organism-Response (SOR) model, this research explores how consumers’ perceptions of green brand innovativeness promote their green word-of-mouth (WOM) intention. Also, this study investigates the impact of two mediating variables (green competence enhancement and green trust) as well as a moderating variable (green knowledge) on the process above. We conducted a moderated mediation analysis on a sample of 826 participants from China to test our proposed hypotheses. The findings indicate that consumers perceived innovativeness of green brands reinforces green WOM intention directly and indirectly through green competence enhancement and trust. The findings also suggest that the presence of green knowledge influences the direct and indirect association between green brand innovativeness and green WOM by means of enhancing green competence and fostering green trust. These findings address the process of eco-friendly innovation from the perspective of consumers and highlight the significance of identifying factors that moderate the mediated path between the perceived innovativeness of green brands and green WOM intentions. Hence, to enhance consumers’ intention to spread positive green WOM, organizations should devote resources to offering fresh and valuable solutions to meet their needs, boost their self-efficacy and trust in eco-friendly brands, and improve their knowledge.

The purpose of this study is to determine: 1) whether functional values have a positive effect on green purchase intention, 2 ) whether social values have a positive effect on green purchase intention, 3 ) whether emotional values have a positive effect on green purchase intentions, 4) whether social values have a positive effect on positive effect on green purchase intention, 5) whether the epistemic value has a positive effect on green purchase intention, 6) whether green purchase intention has a positive effect on green purchase behavior. This research was conducted on women who know about the existence of cloth sanitary napkins. The survey method was carried out in this study. Data was collected by collecting questionnaires. The number of samples obtained in this study was 162 samples. The sampling technique was done by convenience sampling. Partial Least Square- Structural Equation Modeling approach with the SmartPls program is used in this research. The results showed that the functional, social, and epistemic values did not have a positive effect on green purchase intention. Emotional and conditional values have a positive effect on green purchase intention. Green purchase intention has a positive effect on green purchase behavior.

Purpose This study develops a theoretical model of consumption values regarding the technology adoption of mobile banking (m-banking) services, with the financial service sector as the empirical context. This study aims to evaluate whether consumption values influence trust and intention. Furthermore, the authors explore how the consumer type (i.e. urban vs rural) differs in consumption values regarding adopting m-banking services. Design/methodology/approach The data for this study were gathered from 246 responses collected from individuals living in a country with a developing market, using a survey instrument. The six study hypotheses were tested using partial least squares structural equation modeling. Findings The authors found support for effects from functional, epistemic and emotional value on intention. Functional and emotional value significantly influenced trust, while social and epistemic value did not. Social value was a significant moderator between functional value and intention. Consumers who were relatively unconcerned with social value were more motivated by functional value, while consumers who placed great emphasis on social value were motivated by epistemic value. Multigroup analysis showed that the effect from functional value on trust was stronger for urban than rural customers, while the effect from emotional value on trust was stronger for rural than urban customers. Practical implications Overall, functional value is the strongest predictor of trust and intention; therefore, bank managers are encouraged to promote m-banking services' functional value to increase trust and attract more users by promoting their companies' m-banking application. M-banking customers can also be classified based on the benefits in which they are most interested. Originality/value The study is one of the first attempts to demonstrate empirically how consumption values' dimensions drive m-banking use among different types of customers in a developing market context with a high m-banking penetration rate.

BackgroundLong before the outbreak of COVID-19, chatbots had been playing an increasingly crucial role and gaining growing popularity in health care. In the current omicron waves of this pandemic when the most resilient health care systems at the time are increasingly being overburdened, these conversational agents (CA) are being resorted to as preferred alternatives for health care information. For many people, especially adolescents and the middle-aged, mobile phones are the most favored source of information. As a result of this, it is more important than ever to investigate the user experience of and satisfaction with chatbots on mobile phones.ObjectiveThe objective of this study was twofold: (1) Informed by Deneche and Warren’s evaluation framework, Zhu et al’s measures of variables, and the theory of consumption values (TCV), we designed a new assessment model for evaluating the user experience of and satisfaction with chatbots on mobile phones, and (2) we aimed to validate the newly developed model and use it to gain an understanding of the user experience of and satisfaction with popular health care chatbots that are available for use by young people aged 17-35 years in southeast China in self-diagnosis and for acquiring information about COVID-19 and virus variants that are currently spreading.MethodsFirst, to assess user experience and satisfaction, we established an assessment model based on relevant literature and TCV. Second, the chatbots were prescreened and selected for investigation. Subsequently, 413 informants were recruited from Nantong University, China. This was followed by a questionnaire survey soliciting the participants’ experience of and satisfaction with the selected health care chatbots via wenjuanxing, an online questionnaire survey platform. Finally, quantitative and qualitative analyses were conducted to find the informants’ perception.ResultsThe data collected were highly reliable (Cronbach α=.986) and valid: communalities=0.632-0.823, Kaiser-Meyer-Olkin (KMO)=0.980, and percentage of cumulative variance (rotated)=75.257% (P<.001). The findings of this study suggest a considerable positive impact of functional, epistemic, emotional, social, and conditional values on the participants’ overall user experience and satisfaction and a positive correlation between these values and user experience and satisfaction (Pearson correlation P<.001). The functional values (mean 1.762, SD 0.630) and epistemic values (mean 1.834, SD 0.654) of the selected chatbots were relatively more important contributors to the students’ positive experience and overall satisfaction than the emotional values (mean 1.993, SD 0.683), conditional values (mean 1.995, SD 0.718), and social values (mean 1.998, SD 0.696). All the participants (n=413, 100%) had a positive experience and were thus satisfied with the selected health care chatbots. The 5 grade categories of participants showed different degrees of user experience and satisfaction: Seniors (mean 1.853, SD 0.108) were the most receptive to health care chatbots for COVID-19 self-diagnosis and information, and second-year graduate candidates (mean 2.069, SD 0.133) were the least receptive; freshmen (mean 1.883, SD 0.114) and juniors (mean 1.925, SD 0.087) felt slightly more positive than sophomores (mean 1.989, SD 0.092) and first-year graduate candidates (mean 1.992, SD 0.116) when engaged in conversations with the chatbots. In addition, female informants (mean 1.931, SD 0.098) showed a relatively more receptive attitude toward the selected chatbots than male respondents (mean 1.999, SD 0.051).ConclusionsThis study investigated the use of health care chatbots among young people (aged 17-35 years) in China, focusing on their user experience and satisfaction examined through an assessment framework. The findings show that the 5 domains in the new assessment model all have a positive impact on the participants’ user experience and satisfaction. In this paper, we examined the usability of health care chatbots as well as actual chatbots used for other purposes, enriching the literature on the subject. This study also provides practical implication for designers and developers as well as for governments of all countries, especially in the critical period of the omicron waves of COVID-19 and other future public health crises.

PurposeThe purpose of this study is twofold. First, it aims to examine the influence of customers' green considerations in the form of perceived green knowledge and environmental concern on their intention to stay at green hotels; and secondly, to explain the mediating role of green trust among the considered variables.Design/methodology/approachThe study investigates green hotel visit perceptions of 213 customers of hotel industry of Dhaka, Bangladesh using Partial Least Square method. Data was collected using a standard structured questionnaire.FindingsThe findings display a significant positive influence of perceived green knowledge and green trust on customers' green hotel visit intention. Moreover, green trust mediates the relationship of green visit intentions with customers' green knowledge and environmental concern.Practical implicationsThe study demonstrates that environmental knowledge and green trust make customers choose green hotels. The findings of the current study may assist the hotel business administrators to understand the underlying factors for choosing green hotels and adopting green practices in their business operations accordingly.Originality/valueTo the best knowledge of the researchers, the study is first to measure the mediating impact of green trust on the influential factors of customers' green hotel visit intention in Bangladesh. The result reveals how considered variables interact with each other to influence green hotel choice decisions.